FUEL UP TO PLAY 60 by Edelman New York for National Dairy Council

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FUEL UP TO PLAY 60

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Industry Dairy products & Eggs, Milk
Media Promo & PR, Case study
Market United States
Agency Edelman New York
Account Supervisor Katie Myles, Kimberly Mcandrews, Katherine Moran
Released August 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: NATIONAL DAIRY COUNCIL
Product/Service: MILK PRODUCTS
President: Jean Ragalie (National Dairy Council)
Executive Vice President: Mollie Waller (National Dairy Council)
Executive Vice President: Mark Leitner (National Dairy Council)
Deputy General Manager/Executive Vice President: Beth Engelmann (Edelman Worldwide)
Senior Vice President: Allison Cirullo (Edelman Worlwide)
Senior Account Supervisor: Kristen Knobloch (Edelman Worldwide)
Account Supervisor: Katie Myles (Edelman Worldwide)
Account Supervisor: Kimberly McAndrews (Edelman Worldwide)
Senior Account Executive: Heidi Chapp (Edelman Worldwide)
Senior Account Executive: Lindsay Garlin (Edelman Worldwide)
Account Executive: Grant Griglak (Edelman Worldwide)
Assistant Account Executive: Megan Wholey (Edelman Worldwide)
Assistant Account Executive: Erin Hanley (Edelman Worldwide)
Account Executive: Caroline DeHaan (Edelman Worldwide)
Account Supervisor: Katherine Moran (Edelman Worldwide)
Vice President- Group Head: Katy Pankau (Edelman Worldwide)
Vice President: Sally Cummins (Edelman Worldwide)
Senior Account Executive: Matthew Coldagelli (Edelman Worldwide)
Media placement: Media Event; Newsweek Executive Forum on Childhood Obesity - Newsweek.com; Newsweek; Politico; The Hill - 16 March 2010
Media placement: Media Event; National FUTP 60 Competition - Associated Press - 28 April 2010
Media placement: Press Release; National FUTP 60 Competition - Forbes; BizJournals.com; Bloomberg - 29 April 2010
Media placement: Ongoing Media Outreach; Back-to-School Program Launch - Washington Post - 14 September 2010
Media placement: In-School Co-Branded Newsweek Guidebook - Newsweek - 30 September 2010
Media placement: Press Conference - Fox Business News; CBS-TV; Associated Press; NPR; Yahoo! News; Pittsburgh Post G - 4 February 2011
Media placement: Press Release - Forbes; BizJournals.com; Atlanta Business Chronicle; - 4 February 2011
Media placement: Federal Government Blogs - Let's Move! Blog; USDA Blog - 4 February 2011
Media placement: Media Event; Washington Post Summit on Childhood Obesity - Washington Post; WashingtonPost.com; Washington Post Facebook and Twitter - 15 March 2011

Summary of the Campaign
American childhood obesity rates, up 16% since 2000, are at epidemic levels. Too many are overweight and undernourished, missing important nutrients like bone-building calcium.

National Dairy Council (NDC), a non-profit trade group, was created a century ago to ensure Americans understand dairy’s nutritional value. Lately NDC saw dairy consumption decreasing in schools and sweetened soft drink consumption increasing. NDC knew that to protect their school franchise, large changes in youth behaviour were needed…now!

Wise parents know kids will more likely change when kids decide they need to act… not parents. NDC made that concept its creative centrepiece. We put kids in charge. We let kids be kids. In the process, we united students in health across America.

NDC partnered with National Football League (NFL), launching Fuel Up to Play 60 (FUTP 60). In FUTP 60, kids rally school leaders to improve lunch menus, record foods they eat, and encourage friends to be healthy. NDC provides the rewards and resources, but youth lead.

By empowering children at 70,000 public schools, the 2010 program won support from health groups, government leaders (including Michelle Obama), business and school leaders. And, 87% of school leaders surveyed observed increased dairy consumption among their students.

The Situation
In America one-third of children are now either overweight or obese. In fact, this generation of children may be the first to have a shorter life expectancy than its parents’. The statistics are so alarming that First Lady Michelle Obama’s Let’s Move! Initiative set a goal to end childhood obesity within a generation.

Simultaneously, many children are undernourished, missing important nutrients available in foods like low-fat and fat-free dairy. The National Dairy Council has seen decreased consumption of dairy overall, but especially among youth.

The Goal
NDC aimed to promote and protect low-fat and fat-free dairy consumption in schools. School milk sales account for 42% percent of all U.S. milk sales and NDC needed to maintain this base for the future. Sports drinks and competitive beverages have threatened milk’s place in the school environment.

NDC wanted to inspire lifelong behaviour change among the next generation of dairy consumers, to ensure long-term sales success.

Secondarily, NDC wanted to build its role as a national leader in child health and wellness, known for effective partnerships arresting childhood obesity trends.

The Strategy
NDC set an unprecedented strategy that hadn’t been applied to the issue. We let kids be kids and lead the way. And because we couldn’t be successful alone, we built a series of powerful strategic alliances with like-minded partners.
• NDC worked directly with youth to design and create a youth-driven, dynamic in-school program to inspire healthy changes. We designed a technology-rich program youth could embrace.
• Schools and students are each unique. Our strategy is built around this. FUTP 60 enables kids to choose a plan that works for their school. We provide tools, resources and funding, but youth decide what their school needs and they take action. This could mean installing a healthy food vending machine, starting a new breakfast program or changing lunch options.
• To build influence, we facilitated partnerships among three federal departments, multiple health professional organizations, leading corporations and Michelle Obama’s Let’s Move! initiative.

Execution
FUTP 60 made huge strides in 2010:
• Launch of Gen YOUth Foundation, a new organization formed to raise funds for FUTP 60 and increase awareness about childhood obesity in America. The Foundation was launched at Super Bowl January 2011, with three cabinet-level members of the Presidential administration pledging to support FUTP 60 and Gen YOUth
• During 2011 Super Bowl festivities (the most watched event in America) FUTP 60 debuted a Public Service Announcement (PSA) developed in collaboration with Michelle Obama and Let’s Move!
• Built website to enable youth to record healthy foods and physical activity they choose every day
• Developed a partnership with school social website, SchoolTube. Kids uploaded show and tell videos to the site emphasizing healthy eating and activity. Held several events at schools with well known NFL players in attendance to add excitement
• Implemented aggressive media relations campaign to enhance public awareness.

Documented Results

Change has begun! Data show US kids are eating healthier and are more active. 87% of school leaders surveyed observed increased student dairy consumption.

- NDC protected its place in schools. 80,000+ adult school leaders now involved
- 70,000+ schools enrolled in FUTP 60. 3,500+ students applied to the Student Ambassador
- Program, demonstrating ownership.

Enslow Middle School in Huntington, West Virginia, labelled the unhealthiest city in America by the Centers for Disease Control, was recognized as the school with the strongest involvement in 2010.
Enslow Program Advisor Lisa Riley said, 'Fuel Up to Play 60 changed our school; my students now believe in themselves.'

The Super Bowl event achieved more than 700 million media impressions and was covered by Associated Press, USA Today and CBS.

We unified partnerships with health leaders, NFL, federal cabinet members, First Lady Michelle Obama and 7 health organizations into a powerful movement that's working.